--- title: "Leatherman vs Milwaukee: Which is searched more in New Zealand?" description: "Is Leatherman or Milwaukee more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Multi-tool brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/categories/nz-multi-tool-brands/compare/leatherman-vs-milwaukee" publisher: "Brandwave" --- # Leatherman vs Milwaukee: Which is searched more in New Zealand? Is Leatherman or Milwaukee more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Multi-tool brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Leatherman and Milwaukee - **Competitive set**: Multi-tool brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Leatherman Share of Search**: 49.7% - **Milwaukee Share of Search**: 12.4% ## Is Leatherman or Milwaukee more popular in search? - In September 2026, Leatherman had more branded searches than Milwaukee among multi-tool brands in New Zealand. Leatherman had about 1,920 branded searches, while Milwaukee had 480. Leatherman made up 49.7% of all multi-tool brand searches we track, and Milwaukee accounted for 12.4%. - Leatherman was ahead of Milwaukee in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Leatherman’s share of searches among multi-tool brands in New Zealand moved from 50.4% to 49.7%, and its estimated monthly branded searches moved from 2.1K to 1.9K. - Across the 12 months ending September 2026, Milwaukee’s share of searches among multi-tool brands in New Zealand moved from 7.6% to 12.4%, and its estimated monthly branded searches moved from 320 to 480. ## Top multi-tool brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Leatherman appeared in all five answers. Milwaukee was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Leatherman was listed before Milwaukee in every answer. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Leatherman | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Victorinox | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | Gerber | 3rd | 1 of 3 | 1 of 2 | 2 of 5 | | Milwaukee | 4th | 2 of 3 | 0 of 2 | 2 of 5 | ## Every AI answer about multi-tool brands - Asked ChatGPT "Which multi-tool brand should I buy in New Zealand?": 1. Milwaukee, 2. Leatherman - Asked ChatGPT "What are the best multi-tool brands in New Zealand?": 1. Leatherman, 2. Victorinox, 3. Gerber, 4. Milwaukee - Asked ChatGPT "What's the best multi-tool brand in New Zealand for camping and repairs?": 1. Leatherman, 2. Victorinox - Searched Google, AI Overview "multi tool nz": 1. Leatherman - Searched Google, AI Overview "compact multi tool": 1. Gerber, 2. Victorinox, 3. Leatherman Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand multi-tool brands in September 2026? - In September 2026, Leatherman gained share of searches among multi-tool brands in New Zealand, from 48.1% to 49.7%. - In September 2026, Milwaukee gained share of searches among multi-tool brands in New Zealand, from 11.1% to 12.4%. ## Month by month | Month | Leatherman estimated searches | Leatherman Share of Search | Leatherman rank | Milwaukee estimated searches | Milwaukee Share of Search | Milwaukee rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 2.1K | 50.4% | 1 | 320 | 7.6% | 4 | | Nov 2025 | 2.2K | 50.9% | 1 | 320 | 7.5% | 4 | | Dec 2025 | 2.8K | 53.2% | 1 | 320 | 6.1% | 4 | | Jan 2026 | 1.9K | 47.6% | 1 | 260 | 6.6% | 4 | | Feb 2026 | 1.7K | 52.6% | 1 | 320 | 10% | 4 | | Mar 2026 | 1.9K | 52.4% | 1 | 320 | 8.9% | 4 | | Apr 2026 | 2.2K | 56% | 1 | 260 | 6.6% | 4 | | May 2026 | 2.3K | 55.6% | 1 | 390 | 9.4% | 4 | | Jun 2026 | 2K | 53.4% | 1 | 390 | 10.3% | 3 | | Jul 2026 | 2.2K | 50.5% | 1 | 390 | 9% | 4 | | Aug 2026 | 2.1K | 48.1% | 1 | 480 | 11.1% | 3 | | Sep 2026 | 1.9K | 49.7% | 1 | 480 | 12.4% | 3 | ## How each brand is measured Brandwave collects information about searches that people make online using Leatherman’s and Milwaukee’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading. - **Leatherman**: Measured on the search terms “leatherman” and “leatherman multi tool”, summed into one figure. - **Milwaukee**: Measured on the search terms “milwaukee multi tool” and “milwaukee multitool”, summed into one figure. - [Leatherman profile](/demand/nz/brands/leatherman) - [Milwaukee profile](/demand/nz/brands/milwaukee) - [All multi-tool brands in New Zealand](/demand/nz/categories/nz-multi-tool-brands): The set both shares are measured inside, 4 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Leatherman or Milwaukee more popular in search? In September 2026, Leatherman had more branded searches than Milwaukee among multi-tool brands in New Zealand. Leatherman had about 1,920 branded searches, while Milwaukee had 480. Leatherman made up 49.7% of all multi-tool brand searches we track, and Milwaukee accounted for 12.4%. ## Cite this page Brandwave. "Leatherman vs Milwaukee: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/categories/nz-multi-tool-brands/compare/leatherman-vs-milwaukee This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-multi-tool-brands/compare/leatherman-vs-milwaukee. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.